7th Nov 2016

Instagram Launches New Shopping Feature

by: Taylor Cribbes

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Instagram users could soon be able to purchase their favourite on-screen items as the shopping feature is underway for testing amongst Apple mobile devices in the U.S.

How it works:

Participating retailers can tag products in their posts, and users can select the tags for more details about the items. Then, tapping the "shop now" button will direct you to the product on the retailer’s website.

A 'Tap To View Products' icon will appear at the bottom left-hand position of the screen.

Tapping on that icon will reveal the names of, and prices for, up to five products tagged in the post.

Users can then tap on any featured product tags to get additional details.

In addition, users can also tap on a 'Shop Now' link from the product page. Doing so will take you to the retailer's website, where they can purchase the product.


Twenty American retailers such as Levi’s, Kate Spade and JackThreads have agreed to participate in the test, sharing their posts with ’Shop Now’ icons.

Instagram bosses have stated:

'Mobile has changed the way people shop. Therefore, we're aiming to provide the most seamless shopping experience for consumers.’

JackThreads chief marketing officer is excited about the widespread reach to consumers, adding that 'they will be able to shop seamlessly from their social media feeds - allowing us to reach guys where they’re already hunting for what’s new.’


How wil it affect my business?

If you are in the retail/ecommerce market, this could be a seriously big game changer!

Instagram is already such an important revenue stream for most brands, especially in the fitness and fashion industries.

We have been big advocates of social media, for both business-to-consumer (B2C) and bussiness-to-business (B2B) markets, for a long time now. We've even built our own social media aggregator, SoHubs, that our clients are putting to great use to increase their "proprietary audience".

Once Instagram officially launches this, and provided they keep the costs relatively low, we would be recommending this feature be set up for all our retail customers. And we'll certainly be able to assist you there: we are already implementing social media advertising and strategy for some select clients.

As most of our clients are in the property sector, it will be interesting to see if this will/can be used to sell apartments!


During the test phase, the feature will only be available to users in the U.S and although it is unclear when it will become wide-spread... we are predicting sooner rather than later.

You can view the official blog here 



Taylor Cribbes

Taylor is Liquid's Video and Marketing Coordinator